India's domination of world cricket comes from huge brand spends

Rajiv BanerjeeMay 25, 2011, 06.02am IST

Recently former cricketer Tony Greig commented on India's clout within the cricket governing body ICC and how he, if elected for the top job, would work towards diminishing the control India has over the game across the cricket-playing nations.

Well, by the looks of it, Greig's dream of achieving that won't be realised so easily for sometime in the near future. For the game of cricket and the rise of BCCI as Mr Money Bags for the rest of the cricketing world; all drink from the same watering hole called the Indian economy.

It's the India story and the strong domestic consumption that has brands of all hue flocking for piece of the pie. Be it MNC brands across categories like insurance, financial services or automobiles or regional small brands looking at national play, it's the game they all are looking at.

And it's not just brands or governing councils of playing nations who tap the market called India, but even individual cricketers who realise that every minute of their time spent in India can be converted into valuable dollars. Take the example of a well known international cricketer who was in India recently.

Now, during a stop over in the financial capital, the cricketer had some spare time (about six hours to be precise) in hand and he wanted it to be put to good use. So his manager got in touch with few brands who would be interested in using the cricketer's services for a few hours. Sure enough, an automotive brand was interested.

And the cricketer was whisked away to a dealer outlet close to the city and was asked to wait. And as prospective customers walked into the outlet, the carrot of 'book immediately and be face to face with an international cricketer of repute' was dangled in front of them.

Those who bit the bait were immediately ushered into the next room to be up, close and personal with the cricketer. The customers were happy, so was the dealer and not to forget, the cricketer for a neat little cameo that earned him some extra bucks.

So Mr Greig, India's domination of world cricket comes not just from BCCI, but huge brand spends and the seemingly insatiable consumer appetite.

As the Indian economy cruises along at the expected growth rate and is likely to do so in the coming decade, the game of cricket will be controlled from India, brands will use players for endorsements, anguished cheergirls will get Bollywood movie offers and cricketers will be seen playing IPL instead of doing national duties.